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The Importance of Social Media Across the Customer Journey

Hootsuite, the platform for managing social media, commissioned an online study in the U.S. and the U.K., conducted by Harris Poll, that found about half of Americans (48%) have interacted with companies or institutions on at least one of their social media networks.

“This research underscores the pervasiveness of social media and the massive opportunities available for organizations that use social to engage with their customers,” said Penny Wilson, chief marketing officer at Hootsuite. “Today social plays a key role in determining and influencing customers’ attitudes, motivations and behaviors. Now, more than ever, there’s an opportunity to tap into social and connect with customers when, where and how they want, helping to maximize sales.”

Key Findings

The survey indicates that companies and organizations who do not invest in social media may risk losing touch with customers and being outpaced by competitors.

More than four out of every five Americans (83%) have a social media account.

Nearly half of Americans (48%) have interacted with companies or institutions on at least one social media network.

41% of Americans say it’s important that the institutions they engage with have a strong social media presence.

Americans who have a social media account:

28% would rather engage with a brand/organization on social media than visit a physical location.

59% agree that customer service via social media has made it easier to get questions and concerns resolved.

In the U.K., roughly three of every four adults (77%) have a social media account.

40% of U.K. adults say it’s very/somewhat important that companies they purchase from have a strong social media presence.

U.K. adults who have a social media account:

About one in three (34%) would rather engage with a brand/organization on social media than visit a physical location.

56% agree that customer service via social media has made it easier to get questions and concerns resolved.

Based on the research, it is clear that understanding the role of social media in determining and influencing consumers’ attitudes, motivations and behaviors is more important than ever.

“Marketers who align communication strategies to target customers at the right time, in the right place and with the right message will see success,” said Wilson.

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